The U.K. luxury fashion house, in a bid to recast itself as cutting-edge, strayed from the typical white runway parade in favor of a modern, digital debut featuring high-tech, hologram-projected models interacting, colliding with and overshadowing their live counterparts.

The strategy it’s using to woo the youth relies on the newest gadgets. Burberry’s China-based stores are undergoing a high-tech revolution, gaining touch-screen displays and Apple iPads that give shoppers access to Burberry’s full collection. Giant LED screens dominate the front of its flagship store in Beijing.